HiRoad Communications

Copywriting that speaks to your target audience

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HiRoad a Matt Furey Affiliate

Plymouth resident Joe D’Eramo, principal of HiRoad Communications, today announced it has entered into an affiliate relationship to sell Matt Furey exercise products.

A former wrestling and martial arts champion, Matt Furey developed a line of body weight conditioning programs. In addition, he’s the best-selling author of Unbeatable Man.

As a Matt Furey affiliate, HiRoad Communications will now be reselling the following Matt Furey offerings:

“I first became a fan of Matt Furey products after my daughter was born. I didn’t have the time or money to go to a gym and needed something to try and stay in shape. Matt Furey’s Combat Conditioning DVDs taught me exercises that gave me a superior workout without using a machine, without leaving my home in about 15 minutes,” said D’Eramo, a freelance copywriter.

“In fact, I’d say I’m in better overall condition now than when I was paying more than $400 a year to work out at a gym for an hour and half every other day.”

HiRoad Communications (www.hiroadcommunications.com) provides copywriting services for a wide range of business-to-business and business-to-consumer clients. And while D’Eramo is a devotee of Furey’s exercise products, he’s also an admirer of his ability as a communicator and writer.

“One of the big things I preach as a freelance copywriter is creating a voice and holding a conversation with the reader,” said D’Eramo. “Very few writers do that as well as Matt Furey. And he does it in his distinctive style that’s been extraordinarily effective.”

In addition to writing content for ads, articles, brochures, direct mail, newsletters, press releases, sites, and other collateral materials, HiRoad Communications recently published Why Nobody Reads Your Newsletter…And How To Fix It. This free troubleshooting guide stresses the importance of small businesses seeing their newsletter through the eyes of their target audience.

For more information on HiRoad Communications or to download a free copy of Why Nobody Reads Your Newsletter…And How To Fix It, go to www.hiroadcommunications.com. To discuss potential writing projects, you can e-mail info@hiroadcommunications.com or call 617-848-0848.

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What to do with media coverage

A trade publication used a quote by you for one of its articles. Better yet, you’re one of the featured experts quoted in the article. Now what? You can:

A. Sit by the phone and wait for all the new clients to call
B. Share the good news by any means possible
C. All of the above

Okay, any time somebody gives you an “All of the Above” option, that’s usually the answer (a little hint for those of you with children about to take the SATs). Seriously, receiving favorable media coverage is good news that you really do not want to keep to yourself. While some new or current clients may call as a result of the initial coverage, you can maximize the bang for your PR buck by:

  • Linking to the article from some text (e.g. Hiroad quoted in Any Newspaper article) on your home page (if the publication is online)
  • Creating a link with similar language from your Web site’s newsroom (assuming that you have a newsroom on your Web site; do you?)
  • If you have a Twitter, LinkedIn, Facebook or any other kind of account, post the link to that sucker.
  • If you have the appropriate reprint permissions, create collateral materials out of the coverage for your sales team. Make sure you have plenty of copies for your waiting area, if you have one.
  • Shoot out a quick e-mail newsletter to your current client base, subtly noting coverage. Perhaps the coverage is a good opportunity to remind your current clients of the services you offer.

Another suggestion, if you really like the quote, is to create a pull-quote for your home page. You know, where the quote is enlarged and placed prominently on the page. Not only does this draw attention to the quote, but creates an attractive graphic element to the page.

In a perfect world, a great media hit would get your phone ringing off the hook. That can still happen. But with all the media out there to get your good news out, why not use ‘em?

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Random thought about local elections

It’s election day in my town today. In driving around and checking out the “Vote for (fill in the candidate’s name) signs, one thought occurred to me: why do none of these signs have the day of the election on them?

Sure, there are ads in the newspapers and those annoying pre-recorded phone calls that all mention the date. But most of us see the yard signs. So, would it be that difficult to say, “Vote for Bill Smith on 5/8”?

That said, it also amazes me how few people use an e-mail signature. Or if they use one, don’t use it on every e-mail. Talk about an incredibly easy way to advertise your business and draw traffic to your Web site. Yet it’s amazing how few do.